October 30, 2013

Though it might not seem like it to the casual snacker, packaging plays a big part in the way we eat. Food companies spend a fortune studying the psychology behind our eating habits in order to discover the most effective pathways into America’s stomachs. Surprisingly, they’ve found out that perhaps the best way to keep customers snacking is through resealable packages rather than individually wrapped ones. For example, research conducted by Hershey showed that individual wrappers on items like candy Continue reading

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October 26, 2013

Velcro Industries is a company in a peculiar situation. On the one hand, if asked to describe Velcro, nearly everyone in America could provide at least some kind of relevant answer. Perhaps they’d talk about the distinctive ripping sound or be reminded of their favorite pair of tennis shoes as a kid. But the fastener these people would describe isn’t exactly Velcro, at least not in the eyes of the company who uses that name. To Velcro Industries, the word Continue reading

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October 23, 2013

Last autumn the Weather Channel officially became the Weather Company, signaling the start of a major rebranding effort. The meteorological media firm didn’t pull the plug on its long-standing TV station, though. Instead, the change reflects the Weather Company’s new position as a data and analytics outfit concerned with all things weather. Over the course of 75 years the Atlanta-based company has amassed huge amounts of atmospheric information concerning dew points and cloud cover percentages. All this data combined with Continue reading

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October 17, 2013

For many of today’s conscientious consumers, it’s not enough for a product to be simply affordable and effective. Environmentally minded diners, for instance, prefer to know as much about the origins of their food as possible. That’s why so many modern restaurants make sure the names of their organic and artisanal suppliers appear as prominently on menus as the dishes. Now the trend is expanding out of the culinary world and into retail as more and more clothing companies use Continue reading

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September 22, 2013

When it comes to promoting a product, marketers usually have two routes they can take: either hype the item’s notable features or draw the audience in with something creative. Choosing the latter option is a much riskier endeavor, though. After all, it’s easy to forget a boring commercial. Advertising backfires worst when a company miscalculates the level of their own wit and unleashes a high concept disaster. For instance, last year a Pop Chips ad featuring Ashton Kutcher as a Continue reading

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September 2, 2013

When it comes to pulling off a corporate comeback, there’s nobody quite like Netflix CEO Reed Hastings. He’s had to fend off detractors at every juncture, beginning with those who denied his company’s ability to compete with the traditional video store. After almost singlehandedly ending that era of home video distribution, Hastings nearly lost it after he split Netflix’s streaming and DVD delivery services in two. The schism cost the company millions of subscribers and sent stock tumbling from $298 Continue reading

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July 15, 2013

Throughout Pepsico’s history, one thing has remained constant: the company’s flagship soft drink has always played second fiddle to chief competitor Coca-Cola. Known by name by billions throughout the world, Coke is not only the gold standard of soft drinks, but of branding in general. Although Pepsi and its umbrella of products certainly command a fair market share, Coca-Cola’s continued worldwide dominance is all but assured at this point.

Except in Russia, that is. Pepsi was one of the first Continue reading

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April 19, 2013

 

priceInformation moves so fast in today’s Internet-enabled world that it can be difficult for companies to keep up. In the case of online retail, demand for a product can shift minute-by-minute, making accurate pricing an extremely difficult task. That’s why many businesses are opting to price their goods “dynamically” rather than relying on a single concrete number.

Although new to some retailers, dynamic pricing has been common in the airline industry for years. In order to lessen the likelihood Continue reading

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April 15, 2013

zaraThe years following the start of the recession have not been kind for much of the retail industry. For the clothing company Zara, however, the downturn has been something of a blessing. The Spanish brand came to global prominence in the 1990s as its affordable but fashionable looks started to arrive at stores on foreign shores. Today the company brings in more than $9 billion annually from 1,600 locations as shoppers the world over turn to Zara’s lower price tags Continue reading

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April 7, 2013

budTo most American beer drinkers, there’s only one Budweiser. Go to the Czech Republic, however, and you might be in for a bit of surprise. Since 1895 the brewing company Budejovicky Budvar has been making a beer called Budweiser. And no, they didn’t just rip the name off from the iconic AB Inbev brand. The brewery operates in a region of the Czech Republic called Budweiser, where people have been brewing beer since 1295. In fact, the region’s proud brewing Continue reading

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